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Customer Need vs. Customer Value

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After reading pages 7–14 in the aforementioned paper, discuss the following:

 

  • What is the relationship between customer needs and customer value?
  • Don’t just paraphrase. Put some thought into this. Many entrepreneurs/intrapreneurs cannot clearly articulate the difference!
  • How can you create/enhance products and services that customers want without understanding this? The simple answer is, you can’t (well, there’s always luck).

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